Anyone with a little business savvy can come up with a decent marketing plan to get a brand off the ground and on people’s minds. But over time, most brands need to step up their marketing strategy to narrow down their target audience and build trust and loyalty among potential and returning customers. In spaces like wellness marketing, lifestyle markets, and so many other industries, brands are competing for customers in a sea of worthy competitors. So how do you level up your marketing strategy to actually stand out? If your marketing is falling flat, you might consider building more compelling narratives. Here’s why brand storytelling writers can change the game. 

What is storytelling in marketing?

Marketing storytelling is, as the name suggests, a marketing strategy that focuses on telling real-life stories to compel readers to do learn more, subscribe, make a purchase, or otherwise engage with your brand. 

It’s based on a very basic principle: people like stories. Stories move people emotionally. Emotions can often drive brand loyalty or encourage people to make a purchase. 

While the principle of brand storytelling in marketing is simple, the execution is not always easy. Good storytelling writers do a lot more than just write. They find the hook in any story and tap into emotions authentically. Beyond that, they understand the business goals of a brand and can craft a narrative that achieves emotional resonance, memorable narratives, and a positive association with a brand. 

Examples of brand storytelling in marketing

One example that always comes to mind when I think about brand storytelling is the copy written on so many different alternative food products. As someone who has eaten a diet with a lot of “-free” in the name, I have tried a host of different packaged foods from several small companies.

I recently checked out Siete’s website because I wanted to know more about the brand I discovered at my local grocery store. (If you haven’t tried their Mexican Wedding cookies, I highly recommend it.) One of the first things I saw on their website was this copy:

“a third-generation Mexican-American family of seven (Siete!), working together to overcome challenging health conditions, a stack of homemade tortillas created from almond flour, and the realization that a single tortilla can help more people feel included at the table.” 

Instead of just saying “we’re a Mexican-American company that makes delicious products,” they led with a story that immediately drew me in. I pictured a family of seven bonding over good food and company, and it warmed my heart. 

That’s an example of a short version of brand storytelling. Because nobody wants to read an entire case study about cookies to decide if they should buy them. But many other companies use long-form storytelling to reach their target audience in ways that short-form marketing can’t. 

What does longform storytelling for brands do?

For example, when it comes to fitness marketing or marketing for health and wellness companies, longform storytelling shines. It’s difficult for discerning shoppers to decide if a certain shoe or watch is perfect for their needs when faced with simple marketing jargon. But if they read a blog post about how a comfortable running shoe helped an injured runner overcome pain, find their confidence again, and better enjoy their life, they just might find themselves compelled to make a purchase. 

Likewise, when it comes to health marketing or marketing in wellness spaces, brand storytelling can get points across without ever making direct medical claims. This is crucial when marketing for highly regulated industries where one false health claim could ruin your business. 

Many health-focused brands use longform storytelling in their marketing because it’s an effective way to convey success stories without direct claims. Plus, health conditions are sensitive topics that deserve thoughtful, humanizing stories that aren’t seeping in salesy language. 

Here’s an example of a wellness brand storytelling marketing idea:

A contrast therapy club in NYC is looking to up its marketing and bring in new customers who want to engage with saunas and cold plunges. Instead of just putting out marketing materials that basically say “saunas are good for you” and “cold plunges can help you feel better,” they opt to use blog storytelling to reach their customers. They talk about a man who was facing chronic health conditions that vastly improved when he started visiting the bathing club, both from the physical benefits but the mental benefits too. Those who read the blog feel themselves reflected in the man’s story: some have dealt with chronic pain, while others relate to his mental health struggles. By the end of the piece, they feel some hope. And they consider that they too could benefit from the contrast therapy. 

What industries benefit from brand storytelling?

Do you have all day? In all seriousness, so many brands in various industries can benefit from storytelling in marketing. The most common ones are brands that need to build trust and differentiate themselves from an otherwise crowded market. Brands with complex offerings also benefit greatly from brand storytelling because they can convey their services through the lens of results rather than confusing jargon about the process. 

As a freelance writer who does a lot of brand features and brand storytelling, here are some industries I’ve created brand narratives for:

• Cannabis storytelling: There are so many different brands out there and many are competing for the same sector of the market. Meanwhile, others offer something completely different from the competition but have failed to get the word out. That’s where cannabis marketing blogs focused on storytelling shine.
• Medical cannabis storytelling: This one’s huge. I’ve written a lot of compelling narratives about patients and patient advocates that help boost the offerings of medical cannabis providers. 
• Wellness storytelling: Similar to the above, wellness storytelling for brands can help differentiate a product from a sea of other similar products, with an emphasis on the results that customers care about. 
• Fitness storytelling: Athlete’s journeys through hardship and recovery are extremely compelling for readers interested in the fitness world. 

Does my brand need a storytelling writer?

Do you want to stand out from the competition? Is your marketing strategy falling flat? If so, you may be a good candidate for a brand storytelling writer. 

Not all storytelling writers are created equally. Make sure you look for one who can interview subjects and get at the core of a person’s story while seamlessly blending it with the goals of your company. 

Want to hire a brand storyteller? You found one! Contact me today to discuss.